(edit: I just noticed that qznc's earlier top-level comment makes this same overall point, even down to the specifics about future optimization and volatile. That comment is also shorter, so it is probably provides more "bang for the buck" to read it instead of mine.)
I am pretty certain that memset is not conceptually being handled especially different: it is simply being inlined. If you have a memset of a variable to 0, gcc's compiled output might involve just a single mov instruction and if it is a small array, it might be a few mov instructions: if it is a lot of memory being cleared, it might involve a call.
However, as it is inlined, the semantics are pretty clear for how it should work (and attributes like pure will be deduced, as they would for any function you include in your actual code; you don't need to mark it as such <- edit: to be clear, though, that I really don't think that memset is "pure"... it is pretty much the exact opposite of "pure"): it is equivalent to assigning a variable a value, and if that variable's value will not ever be used, then the assignment will not happen.
Instead, if the developer really really really insists that that assignment happen even if, from the perspective of the C language standard there is no legitimate side effect of that operation, the correct thing to do is to temporarily qualify the pointer with volatile and then do whatever it is you wanted (such as wiping it).
Sadly, this article does not even in a single place mention "volatile", so I'm not certain that the author understood how this works. Instead, he states that a "solution" is to instead put a zero in the first element and then copy it to subsequent elements... something that could easily be detected by abstract interpretation, and which a sufficiently smart compiler would be correct in also optimizing away.